It may be news to some, but did you know that the day before Thanksgiving (aka “Drinksgiving”) is one of the biggest drinking nights of the year? 

It’s true. In 2019, there was a 173% increase in sales of shots on Thanksgiving Eve compared with the Wednesday prior, according to Upserve, a restaurant management platform. 

Womply, a commerce platform that provides apps, APIs, marketing, and financial tools to make for over 500,000 American businesses analyzed transaction data at 3,000 bars and lounges across the country and learned that on Thanksgiving Eve, daily revenue increased 52 percent, the number of transactions 42 percent, and the average ticket size 8 percent, compared to similar days. 

Why? As people travel to be with their families for the holiday weekend, many are returning to their hometown where they graduated high school or college. It’s a time for many to catch up and reminisce on old times. What better environment to do so than a busy bar with all your friends? 

For bars and restaurants, this means planning well in advance for the on-rush of hometown heroes. We leaned into last year’s Provi marketplace data to get insights on what beer, wine and spirits on- and off-premise buyers ordered before the holiday weekend in order to help you stock up on what may be in demand this year.

10 Beer, Wine and Spirit Categories to Stock Up on Before Thanksgiving Eve

Spirits, Liqueurs & Digestifs

A Scotch with Age

A well-aged Scotch is as reliable as it gets — it’s one of the year’s top-selling spirit categories in the Provi marketplace in the weeks leading up to Thanksgiving. Look for a scotch that won’t break the bank and is perfect for those looking for something to drink neat, on the rocks or with a splash of soda water. 

A London Dry Gin with Character

As past hometown heroes descend on their old haunts, bars, restaurants and retail shops will need a delicious, reliable and workhorse gin with enough character to stand on its own in a bone-dry Martini as well as not over-power the delicate balance of a Last Word. There is a plethora of value-driven London dry-style gin that will get you through the busy Thanksgiving Eve rush.

A Kentucky Straight Bourbon Whiskey That Can Do It All

For the aficionados, you’ll need a Bourbon with a mash bill that invokes intrigue. Whether it's crafted from heirloom varietals of wheat, barley, rye or corn or aged for three or ten years, look for a Kentucky Straight Bourbon Whiskey that is as complex as it is inviting and can be served neat or shaken up in a cocktail if desired. 

Cold Brew Coffee Liqueur for Those Espresso Martini Lovers

As the Espresso Martini continues its hold as one of today’s most popular cocktails, the ingredients you use matter. Today, there are a slew of cold brew coffee liqueur on the shelves that are made with real cold brew coffee, resulting in explosive flavor. Take it from us, the Espresso Martini trend isn't going anywhere so be sure to stock up for what will inevitably be a popular order. 

Beer

An Ode to the Mid-West: American Wheat Ales

Craft beer fans will love citrusy American wheat ales packed with intriguing hop varieties. While many patrons will stick to their old tried and true domestics, an American Wheat Ale using wheat from America's beautiful midwest will excite any palette over the holiday weekend.

Hard Seltzers That Deliver Flavor with Less Carbs

With hard seltzer’s march to the top, “drinksgiving” revelers will be on the lookout for beer alternatives before the holiday. The hard seltzer category continues to grow in Provi's marketplace as more brands enter the market. And with consumer demand still high, it's important to give the people what they want. 

Tasty Non-Alcoholic Beer for Conscious Consumers and Those Who Abstain

We can’t talk beer without mentioning non-alcoholic beer. For the teetotalers, sober curious and designated drivers out this year, there are more NA options than ever. The best part, is that NA beers are actually delicious, taste like beer and run the full gamut — from hazy IPA to Mexican-style lagers to stouts. New, innovative brewing methods and alcoholization technology have allowed for dynamic flavors to shine, sans alcohol. 

Wine

America's Favorite Red: Cabernet Sauvignon

While many may opt for their favorite downtown bars, off-premise retail buyers can prepare for those looking to have a quieter night in while still enjoying a delicious drink. A staple of restaurant lists nationwide, a big, bold California Cabernet Sauvignon is consistently one of the most popular wine orders from buyers leading up to Thanksgiving. There must be a reason why, right?

A Sauvignon Blanc From Marlborough Because Why Not?

While red wine isn’t the go-to choice for some, white wine is. Sauvignon Blanc from Marlborough is often very affordable and an elegant wine that embodies the quintessential Marlborough style — full-flavored and medium-bodied with notes of juicy peach, ripe tropical fruit and tart and herbaceous gooseberry. It would be a great addition to any bar or restaurant menu or promoted at wine shops. 

Rosé — It's Not Just For Summer

Whoever said Rosé should only be drunk in the summer is very, very wrong. Rosé can and should be enjoyed year-round. A classic Provençal rosé will showcase the best of the South of France with delicate and bright layers of fresh strawberries, raspberries and a hint of white peach with a crisp and refreshing finish. It's an obvious palate cleanser for the incoming turkey.